Sony Pictures Television Networks recently launched a worldwide campaign to
promote awareness of environmental issues, titled Picture This.
Launched in September 2015 and running across all their channels globally,
Picture This will leverage the TV channels’ storytelling expertise to
engage viewers around environmental issues important to each of their territories.
In South Africa, Picture This will be promoting initiatives to save the
rhino on both the Sony Channel (DStv channel 127) and Sony Max (DStv channel
128), working in conjunction with RAGE (Rhino Action Group Effort), and LeadSA (a
Prime Broadcasting and Independent Newspapers initiative) to assist in the fight
against the illegal rhino poaching scourge.
RAGE was designed to be a safe conduit for public contributions to the cause
whether they are financial, material or in the form of skills and information.
When donations are received, RAGE’s committee of volunteer experts (ecologists,
game reserve owners, members of government, media professionals, economists
etc.) collectively decide where they can best be utilised to make a difference.
Lyle Stewart, senior vice president for Central & Eastern Europe, Middle East and
Africa (CEEMA) for Sony Pictures Television Networks says: “We will continue to
create awareness around the extinction of the rhinos’ through our collective efforts
in the Picture This campaign. Sony Channel and Sony Max are
delighted to be able to support a reputable initiative such as RAGE who care so
deeply for the rhino’s and who wish to make a difference not only in South Africa
but around the world.’
Picture This initiatives in other territories include: recycling in Russia;
eliminating plastic bag use in Asia; waste disposal in Italy and India; urban
gardening in Latin America; and deforestation in Romania.
According to rhinorage.org, three rhinos are poached every 24 hours. Since 2010,
over 1215 rhinos have been lost to poaching. If the killing continues at its current
rate, rhino deaths will overtake births from 2016 to 2018, meaning rhinos could go
extinct in the very near future.
For more information on the Picture This campaign, please visit the Sony Pictures
Television website.
